Delve deeper @ here

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 Delve deeper

2 Source : Malhotra Naresh K, Dash S. Marketing Research, an Applied Orientation, 7e. Pearson India; 2015.
 Accenture brand repositioning

Source : Malhotra Naresh K, Dash S. Marketing Research, an Applied Orientation, 7e. Pearson India; 2015.
1. Discuss the role of marketing research in helping Andersen Consulting
select a new name

2. Define Accenture’s target market & why is MR important in helping

Accenture understand the need of its customers

3. What is the management decision problem

4. What is the market research problem

5. Develop two research questions, each with two hypotheses, based on the
marketing research problem you defined in question
Source : Malhotra Naresh K, Dash S. Marketing Research, an Applied Orientation, 7e. Pearson India; 2015.
 Activity : Develop a marketing research process
• Hero Honda, a leading two wheeler manufacturer

• Hero Honda pleasure has been manufactured since 2006

• Not differentiated at a product level

• But at marketing level it was positioned for women with the

‘Why should boys have all the fun’ Campaign

• As of 2013, it sells in the range of 40,000 units per month,

and is second only to the Honda Activa in a rapidly growing
scooter segment

Assume that you are the Market research

head for Hero Honda in 2009. Develop a
concept map based on the template in slide
11 for positioning Pleasure as a Niche
product

https://en.wikipedia.org/wiki/Hero_Pleasure#History

Contd….
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 Activity : Contd

1. Identify the management decision problem

2. Convert into Marketing research problem
3. Specify the research questions
4. Each of the research question specify the research design
1. Quantitative/Qualitative
2. Causal/Descriptive /Exploratory

Refer to :
Malhotra Naresh K, Dash S. Marketing Research, an Applied Orientation, 7e– Chapter 2 & 3

https://wakelet.com/wake/1ZpHqi4dbRgBi0aqCt7HJ for specific news articles from 2009-

2014 about ‘Hero Honda Pleasure’